Drive the strategy and execution of a $1.5B portfolio focusing on the Chicken Nuggets and Chicken Strips segments within the retail and club channels to deliver profitable growth Lead portfolio-wide initiatives to reimagine and elevate the Tyson Brand Develop and execute annual strategic plans to achieve business goals Manage the development and execution of marketing and communication plans Identify growth opportunities for the frozen poultry segment to drive category and portfolio growth.
04/2014 - 10/2016
Led the marketing strategy, development and execution of consumer promotional activity, and advertising communication.
Led successful innovation and distribution expansion for the Aidells® brand achieving record sales and distribution.
Tracked and analyzed competitive trends in the frozen category to develop strategic initiatives for category and market expansion opportunities.
Performed analysis on marketing programs for sales impact and effectiveness.
05/2011 - Current
TYSON FOODS, INC
Experienced Marketing Professional.
Proven and accomplished business leader with 15+ years of general management and marketing experience in consumer products with P&L management, strategic planning, brand marketing, innovation, and sales management experience.
Demonstrated ability to work cross-functionally and develop high performance teams.
One of the largest U.S.
marketers of value-added chicken, beef and pork to retail grocers, broad line foodservice distributors and national fast food and full service restaurant chains.
05/2011 - 04/2014
SENIOR BRAND MANAGER
Managed a $100MM budget for Tyson consumer brands advertising across TV, Print, Digital, Social Media and Integrated Marketing programs to drive consumer demand and deliver profitability for the frozen portfolio Directed agency partners with creative development, media planning and buying Implemented a disciplined approach to creative brief development leveraging CPG industry best practices, quantitative communication research and evaluation tools to measure advertising effectiveness Managed the development and execution of national advertising campaigns; resulting in 4 TV campaigns scoring top box for ad persuasion and purchase intent Managed and executed 3 integrated marketing campaigns driving 30% incremental sales lifts.
10/2009 - 05/2011
LOPEZ FOODS, INCDIRECTOR
The nation's largest Hispanic-owned meat processing company and a McDonald's supplier of beef and sausage products.
Led the strategic development and implementation of new products, cost optimization initiatives, and product improvement projects for national food service customers Provided technical expertise to Sales at key customer meetings and presentations; represented Lopez Foods at McDonald's Menu Management and Sensory meetings Directed Product Innovation resources to support new product development initiatives for major food service and retail customers related to product design, ingredient research, formulation, product specifications, product testing, Regulatory Labeling Compliance, and the successful transfer to manufacturing operations Planned and directed consumer research initiatives to generate new ideas for the product pipeline and drive product development activity by translating consumer insights into product ideas Managed product and process improvement projects designed to improve quality, compliance to specifications, and cost reduction, to increase customer satisfaction and consumer confidence Managed the design and implementation of a new product specification management system.
01/2009 - 10/2009
Managed the Weaver brand and Private Label businesses.
Led the successful re-position and national expansion of Weaver as a price fighter brand to drive 30% sales lift and 10% market share securing distribution with current and new accounts.
Developed the long-term strategic plan for Tyson's right to play and win in the value segment.
06/2007 - 01/2009
Responsible for the development, execution and communication of key Corporate initiatives including the multi-million dollar Olympics Property and African American Marketing Strategy Successfully executed a corporate and consumer Olympics program for the 2008 Beijing, China Olympics delivering 10% incremental sales lift Managed the delivery of 25,000 pounds of protein to Beijing, China for the U.S.
Olympic Delegation overcoming operational and governmental barriers Developed and executed the African American marketing strategy leveraging consumer segmentation research 2007 Effie Award Nominee for African American Marketing Advertising Campaign.
05/2006 - 06/2007
Led the development and successful launch of the new sub-brand, Tyson Any'tizers , a $100MM+ brand Utilized BASES concept tests, focus groups, in-home use tests (IHUT), and primary consumer research to develop the product platforms Led the in-store placement, pricing strategy, sell-in with key customers, along with the development and execution of the national marketing plan Developed the P&L, production plan and forecast projections Achieved top 20% in BASES concepts among new food products and achieved sales and distribution goals within 60 days of launch.
08/2004 - 10/2009
TYSON FOODS, INC
08/2004 - 05/2006
ASSOCIATE PRODUCT MANAGER
Established the new product development process across the Consumer Products Division.
07/2001 - 08/2004
COLGATE-PALMOLIVE Hill's Pet Nutrition, IncTopek, Kansas
ASSOCIATE PRODUCT MANAGER
Global leader in pet nutrition specializing in therapeutic and wellness pet food products.
Co-led the successful launch of Science Diet® Nature's Best natural pet food.
05/1993 - 07/2001
Marketing Management roles with increasing levels of responsibility.
George Herbert Walker School of Business & Technology
Webster UniversitySaint Louis, MissouriMasters of Business Administration
St. Lawrence UniversityCanton, New YorkBachelors of Science: Psychology Biology and ChemistryPsychology Biology and Chemistry
Current Member of Network of Executive Women (NEW) Current Member of the National Black MBA Association (NMBA) Corporate Liaison for the Tyson - Chicago Urban League Community Partnership Past Member, Junior League of NW Arkansas (Marketing Committee Chairperson) Past Executive Board Member, Big Brothers Big Sisters in NW Arkansas and Topeka, Kansas 2007 Graduate of the Inaugural Tyson Leadership Program (LINC); Selected by Executive Leadership Team